Vertical Integration And Strategic Analysis Of Outsourcing GM Gold Companies

Precious metal crafts industry has become a new developed industry in recent years.As the speedy exploitation of Chinese economy, the increased per capita GDP, and theimproving of consumption structure of local residents, the industry of metal craftswitnesses a board prospects in the future market.One purpose of this thesis is to realize the vision of all the enterprises that has beenresearched: to help them become culture creative industry groups with strongerindependent innovation, higher brand awareness and more valuable competitivemarketplace; another aim is to accomplish the mission of all the studied enterprises: usingthe products and services to promote national culture, improve people’s cultural tastes, andfurther to complete shareholder value maximization.This thesis considers GM Gold Company as a research sample, employing strategicmanagement knowledge to formulate vertically integrated strategy and outsourcingstrategy, which conform to GM Gold Company’s current development through using PESTanalysis to analyze the external environment, using Porter5forces models to learn thecompetitive environment in this industry, employing the unique competitiveness of theinternal resources and capacity, and choosing the SWOT strategic Matrix, and finally thisthesis proposes advices in the accomplishment and control of all the strategies. Meanwhile,in order to create company competitive advantages, the author also analyzesfunctional-level strategy of the GM Gold Company.The achievement of the thesis is that it solved the problems of researched enterprisesin their current development and helped them gain the competitive advantages inmarketplace, so that forming more outstanding profitability, at the same time, the thesispresents two choices for the companies: vertically integrated strategy. Moreover, the adviceon the accomplishment and control of strategy to the enterprises has made great efforts onsuccessfully implementing strategies and realizing outstanding profits, meanwhile itpromises the integrity of the process in making strategies and gaining the feedbackinformation. In addition, the analysis of the researched objectives and proposed strategiesin this thesis as well as provides reference value and significance to other companies in thesame industry.